Shanghai (Gasgoo)- In a significant milestone for its European strategy, China Dongfeng Motor Industry Import & Export Co., Ltd.'s passenger car overseas marketing division recently signed an agreement with a key Italian partner for an annual order of 9,000 vehicles, according to a press release the company issued on August 13 via its WeChat account.
The deal covers flagship models from Dongfeng Motor's core brands, including Mage, Huge, and Shine, underscoring the automaker's growing ambitions in the European market.
Earlier this year, leading dealers from across Italy—stretching from Milan and Rome to Turin and Naples—accepted Dongfeng Motor's invitation to visit the company's headquarters and manufacturing facilities in China. The delegation witnessed the full production process, from parts assembly to completed vehicles, and explored the core technologies and safety features underpinning the automakers' vehicle models. The first-hand experience helped ease concerns and cemented the groundwork for deeper collaboration.
Dongfeng Motor is also rapidly building its sales network in Italy. So far, 20 dealerships have signed on, covering the entire country. By the end of 2025, that figure is expected to exceed 40, forming a nationwide sales and service network to support long-term growth.
Beyond distribution, the company is using localized marketing to embed the Dongfeng brand into the cultural landscape of the Apennine Peninsula.
In Milan's city center, giant billboards pair Dongfeng's sleek silhouettes with the skyline, while in Rome, live roadshows draw crowds as staff demonstrate intelligent driving assistance systems. Pop-up experience stores—set up in fashionable Milan districts and Naples' waterfront malls—bring the latest models directly to consumers, offering a tactile feel of the build quality and futuristic interiors that give "Made in China" a tangible, high-tech face.
These events are designed as two-way exchanges rather than simple showcases. With Italian consumers known for their high expectations in performance, design, and environmental standards, the roadshows and pop-ups serve as key channels for gathering feedback.
Europe's stringent entry standards remain a major hurdle for all overseas brands. Dongfeng Motor said its technical team anticipated this challenge, initiating certification processes early to speed up market entry. Several core models have recently passed EU testing, securing the necessary approvals to be sold in Italy.
Compliance is just the first step; after-sales service is equally crucial. In July, Dongfeng Motor inaugurated its European training center in Milan, with the first session drawing sales and service specialists from across Italy.
